Fila

Fila

No other brand represents the 90s like Fila does. The thing is that the brand was born much earlier. We are talking about 1911. Fila brothers layed the foundations, starting from a small Biellese company, of what will become a whole production cycle from the creation of yarn, to weaving up to the design of sportswear. This brand in the 70s developed a tennis sportswear line completely new called The White Line Collection.
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No other brand represents the 90s like Fila does. The thing is that the brand was born much earlier. We are talking about 1911. Fila brothers layed the foundations, starting from a small Biellese company, of what will become a whole production cycle from the creation of yarn, to weaving up to the design of sportswear.

Starting from the concept that sport is life expressed through motion and that sportswear has to be a complement and must not overwhelm the athlete, this brand in the 70s developed a tennis sportswear line completely new called The White Line Collection. Wool and cashmere come into the game but most of all the color, element that has never been used for that sport before. It is from this moment in 1972 that Fila affirms its F-Box logo.

The blue and red F on a white background begins to show on the polo and elastic band of Bjorn Borg and Adriano Panatta. The next step is entering the world of skiing thanks to the World Champion Ingemar Stenmark.

The decisive turning point in the evolution of the brand will come in 1983, the year of the birth of the first Fila sneakers: the Original Tennis. A true icon in the history of the brand, it is still reissued and its Original Fitness derivation has been the focus of the recent collaboration with Staple. It is in the 90s, we said above, that the brand acquires a unique reputation in the hip hop culture. From Mike D to Ghostface Killah, from Nas to Tupac, it was not uncommon to see these MCs with an impressive branding sweatshirt or the basketball Fila Grant Hill on their feet.

This is all we find in contemporary brand collections. In addition to the FX 100 Low and Mid sneakers, Fila offers t-shirts, sweatshirts and suits, but also raglan and shorts with a classic style but updated in fit and in fabrics.

We dare to assume that part of the success is due to the fact that the F-Box logo has the same colors as the most successful brands at that time. A combination of proven authenticity, quality and branding make possible that Fila is now considered as a a constantly evolving sportswear brand. That's why streetwear brands flirts with Puma: to take a little of its indisputable belonging in the sportswear that has laid the foundations of the urban world as we know it today.

 
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Headquarters: Viale dell'Industria, 38 - 37135 Verona, IT
Shop: Corso Cavour, 25/27 - 37121 Verona, IT

VAT number IT04264340235

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